أثر ثقة الزبائن على ولائهم للمؤسسات الصحية الخاصة: دراسة حالة عينة من زبائن عيادة نوميديا-أم البواقي

Abstract EN

The study examined the impact of trust on the customers loyalty towards private health institutions, Its main objective was to highlight the nature of the relationship between the dimensions of trust and customer loyalty indicators, in order to assist the researched institution in supporting the loyalty of its customers through identifing the most effected indicators.

After discussing the concept of trust and reviewing its elements, we reviewed the concept of loyalty and its indicators.

We collected the necessary data for our field study by relying on a questionnaire distributed to an occasional sample of « numedia syphax » customers.

After analysing sample's responses, It has been proven that there is an effect of customers' trust on their loyalty towards the health institution studied, the most influenced indicators was behavior Complaints followed by re-purchase index.

Trust has no effect on price sensitivity and word of mouth indicators.

Based the previous reached results, we have give some recommendations hoping to help the researched clinic to improve its customers' loyalty level through supporting their trust.

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